The Hook - Why your Clients Need One.
Course Aims
This aim of this course is to train creatives in effective commercial radio copywriting and to show how it can be adapted to give salespeople a greater understanding of the creative process. Radio commercials must fight to get the attention of their target audience. They are up against other commercials in the ad break and they have to rise above the distractions and chaos our listeners exist in every day. To make sure your client’s commercials stand out, get noticed and remembered…you need a hook!
Course Content
This course will cover the following:
- The Hook in other media.
- The Hook in Radio Programming.
- How Hooks work
- Ads are never in isolation.
- Commercials with and without Hooks.
- Create your own Hook (Exercise).
- Types of Hooks available to the radio creative.
- The Hook and clients. How to explain the process.
Trainers
Dve Monk, Monkey Business Creative.
Born in Liverpool, Dave Monk has worked in radio for the past 34 years. He began his career at Radio City as a copywriter and eventually became Head of Creative at the station. He joined UTV/Wireless as Head of Creative in 1999, then left that role to become Head of the Radio Department at Liverpool Media Academy in 2011.
His most recent role was Head of Creative Production for Bauer Media from 2020 to 2023, managing a team of over 40 creatives and producers servicing 80 radio stations across the UK.
Dave has won many radio advertising awards, trained hundreds of account managers and creative writers and producers during his career, and since 2005, has been the sole production provider and radio creative consultant to Liverpool Football Club.
Who is this content for?
This training is aimed at both new and established radio creatives across the Independent Radio Sector in Ireland.
Training Method
This course will be delivered online via Zoom.
